What’s the best sales advice you’ve ever received?
People reflect what you project.
If you’re not confident in your product, they’re going to question it. If you’re not confident in yourself, they don’t trust you. If you ask boring questions, guess what? You’ll get boring answers.
Likewise, if you’re engaging, fun, and assertive, they’ll feel that way about you and your product. As a salesperson, like a guy on the dance floor, it’s your job to lead and set the tone. Too crazy and they can’t keep up; too slow and they’re bored; too self-conscious and they’re feeling awkward.
Drive the relationship where you want to go and you’re going to enjoy what you’re doing. When you’re confident and having fun, the rest comes easy.
What big mistake do you commonly see in sales?
I see failing to be one’s self, so sorely missing from the people trying to sell to me. Typically, a person goes into sales because they are fun, engaging and like talking to other people. Social butterflies. Suddenly, as soon as they get on a sales call, they become a professional robot feeling the need to spit back all kinds of buzz words – everything is an “optimization” or a “efficient costs savings”. No one talks that way!
The most important thing to remember: the person across the table is at a job too. They likely don’t want to hear about your product’s “cost saving optimization” monologue any more than you want to say it. Make it easy and fun for your buyer. Be a person, be relatable, tell a story that the gal on the the other side can identify with and understand, and they might even enjoy the sales process. You might too! If they’re enjoying their time with you it’s a lot easier to make a decision to want to work with you moving forward.
What is the most important question you can ask on a discovery call?
“What do you want to get out of this relationship?”
Understanding what “success” is for your client is the most important way to start your relationship. It tells you how to approach the entire process. My job, as a salesperson, is to make my client happy. How can I do that if I don’t know what drives their happiness? If you don’t ask, you’re guessing.
Are they a CMO/co-founder that cares solely about driving bottom line, or do they care more about brand recognition right now? Are they a mid-level marketing director that just doesn’t want to lose their job, or are they a ladder-climbing star that wants to take risks, find the next “big thing” and blow their boss away?” Each scenario requires a different touch.
For the ‘bottom-line founder’, I know I need to get down to business. Someone more brand-driven will require a more exploratory and creative conversation. For the person that just wants to keep his job, it’s important to convey that this is a safe, no-brainer choice that lots of their competitors are already successful with. The old ‘nobody get’s fired for choosing IBM’ logic.
Understanding what the client actually wants allows you to ‘begin with the end in mind’ and drive towards both of your goals.
Far too often I see conversations go way too far, sometimes even after the buying process, before realizing that buyer and seller intentions were not on the same page. It always ends in a lot of bad feelings and frustration from all parties. Best to avoid that from step one.
For more, feel free to check out the entire interview at blog.leadgenius.com as well as lots of other great content like: 8 Ways to Lower Your Email Bounce Rate, Q&A with John Egan, Growth Engineer at Pinterest, 11 Lead Generation Tactics You’re Likely Ignoring and more.